On February 19, with the announcement of BYD Qin plus Glory Edition and Destroyer 05 Glory Edition 7It will be listed from 980,000 yuan, and the first battle of new energy vehicles will officially start in 2024. Wuling Motors, Nezha Automobiles and other car companies have followed up, and the "bloody battle" of new energy vehicles at the level of 100,000 yuan has attracted a lot of attention.
On the 22nd, the poster news reporter visited the Shanghai new energy vehicle brand experience store, and the sales staff said that the number of people looking at the car has not changed much, which is related to the current off-season. Industry insiders said that price reductions require technology and sales to cover the bottom, and not everyone can fight the first war, and blind participation in the first melee may accelerate the elimination.
BYD announced the launch of a new model.
The smell of gunpowder is getting stronger, and car companies have entered the war.
As the first shot of the first war, BYD claimed that "electricity is lower than oil", and the price of the two new cars was 7Starting at 890,000 yuan, it is 20,000 yuan lower than the 2023 Champion Edition model.
After BYD's official announcement, a number of new energy vehicle companies followed. SAIC-GM-Wuling announced that the Wuling Starlight officially released the 150km advanced version with a starting price of 9980,000 yuan, said that the price of ultra-long pure electric range plug-in hybrid models has officially entered the "90,000 level" era. On the same day, Zhou Yu, deputy general manager of SAIC-GM-Wuling Brand Division, posted on Weibo: "One word, with! ”
Wuling Starlight reduced the price.
Nezha Automobile announced price reductions for all products, of which Nezha X starts at 9980,000 yuan, a direct drop of 220,000 yuan; Nezha S is a direct drop of 5000 yuan, with a starting price of 15480,000 yuan; Nezha aya's whole series dropped by 8,000 yuan, with a starting price of 6580,000 yuan. Daniel Zhang, CEO of Nezha Automobile, said: "We also took the initiative to open the book. ”
Subsequently, on February 20, Changan Qiyuan also followed up with the slogan of "electricity is lower than oil", and the starting price of its plug-in hybrid model A05 was adjusted to 7890,000 yuan. It is understood that the original guide price of this model was 8990,000 yuan, the time-limited adjustment dropped by 110,000 yuan.
* Behind the war, it is technology and sales volume that are rolled.
Mr. Ji, the sales officer of a BYD Auto store in Shanghai, told the poster news reporter that the recent sales off-season, and the number of people looking at the car is not much, but it is good in comparison. According to the mall staff, another FAW-Volkswagen pure electric car experience store in the same mall is now closed, and another electric car store also moved out last year.
Mr. Ji said that in recent years, the competition in the new energy vehicle industry has been very fierce, and BYD has its own core things in the upstream, middle and downstream spare parts, and the cost is lower, so it can make money by selling it at a low price, "BYD has many things that are self-developed and self-produced, unlike some brands that are purchased by three parties, so the cost is not easy to control." ”
Mr. Ji said that the appearance and interior of some models are similar, but the style has been changed. Taking the newly launched Qin Plus Glory Edition as an example, in his opinion, the biggest difference between this model and the Champion Edition is **. The customers who came to see the car and bought the car are most concerned about the **, and the reason why the ** can be beaten down is because of the technical advantages.
A BYD store in Hongkou District, Shanghai.
On the other hand, some models may be higher when they are first launched, in order to share the cost of R&D. When the sales come up, you can reduce it. According to Mr. Ji, the sales of the Qin series, Han series and Yuan series models in the store are good, and the price is basically between 100,000 and 200,000 yuan.
According to data from Pacific Auto Network, BYD Auto will sell about 2.57 million units in 2023, ranking first among all brands. In December 2023, BYD Song Plus new energy model sales 440,000 units, Qin plus model sales 410,000 units, ranking among the top two in sales of all models.
Industry insiders said that the low price of the volume may accelerate the elimination.
Mr. Hu (pseudonym), a salesperson of Nezha Automobile, told the poster news reporter that BYD's annual sales of nearly three million vehicles provide the confidence for its low-price strategy, in contrast, some relatively niche car companies are more difficult to copy their tactics, and some car companies blindly follow the trend to reduce prices to less than 100,000 yuan, and may not make money at all.
It is worth noting that Gaohe Automobile, which was recently revealed to be suspended for 6 months, is one of the representatives of niche car companies. Gaohe Automobile Sales told the poster news reporter that the company only serves 1%-3% of the consumer market, and its positioning is relatively high-end, and it is also higher. The price of the Hiphi Z seen by the reporter in the Gaohe car experience store is 650,000 yuan, and other versions are also between 510,000 and 650,000 yuan. The sales said that although Gaohe Automobile is in a difficult period, it will not sell cars by reducing prices for the time being, and it is not suitable for the positioning and characteristics of the brand to roll low prices and go low-end.
On the afternoon of the 22nd, customers lingered at Mr. Hu's store from time to time, but the models they understood and test-drove were not just 100,000-yuan models with price reductions. Mr. Hu said that a benign car company should have models to choose from in different ** ranges, not just by fighting low prices to survive, "but price reduction can allow consumers to get cheaper **, which is a good thing for consumers." ”
However, some consumers have expressed different views. On February 19, while SAIC-GM-Wuling announced the price reduction of Wuling Starlight, a netizen posted that he was shocked and disappointed, as an old owner who bought this car, the price reduction made him feel "stabbed in the back".
Netizens posted that they were shocked by the price cut.
On February 18, He Xiaopeng, CEO of Xpeng Motors, said in a letter that this year is the first year for Chinese auto brands to enter the "sea of blood" competition, that is, the first year of the knockout competition.
Volume**, volume technology, volume service, volume industry chain ......At the beginning of the new year, a new round of blood change in the automotive industry may have begun to brew.